Preparing soup from fresh vegetables is a strong tradition in Brazilian culinary culture, also combining various types of meat and pasta in the preparation. More frequently prepared during colder periods, home-made soup is the preferred format amongst consumers as it is seen as healthier and as having a more intense taste.
Already the top-of-mind brand in Brazil for packaged soup, Nestlé’s brand Maggi has consolidated its place in the category since the start of the pandemic, by both reinforcing and rebranding its well-known lines for chicken and meat soup and also bringing novelty. The reduction in the amount of sodium found in these products is a claim that has gained relevance in recent years and can currently be found in all major brands in the category.
As eating occasions were concentrated at home, this no doubt favoured sales of packaged soup during periods of movement restrictions. As a convenient alternative due to its short preparation time and long shelf life, the category saw a positive uptick after successive declines in previous years.
During the second half of 2021, the vaccination programme accelerated in the country and the number of deaths became more controlled, after an alarming wave during the first half of the year. After months of fear of contamination and continued restrictions on movement, a gradual recovery of activities has started for sectors extensively impacted by isolation, such as bars and restaurants.
Compared with other traditional meals, soup is amongst the most affected by seasonal habits, as its consumption is highly limited to periods of colder weather. Widely seen as a difficult and time-consuming meal to prepare, Brazilian consumers usually prefer to buy soup in foodservice.
Consumers’ use of online marketplaces to buy basic groceries has gained strategic importance for major retailers during the periods of quarantine. Younger consumers, with higher digital awareness and e-commerce-savvy, were behind the strong growth reported for e-commerce of groceries in Brazil.
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Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.See All of Our Definitions
This report originates from Passport, our Soup research and analysis database.
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